Competitive Targeted Advertising with Price Discrimination

This paper investigates the effects of price discrimination by means of targeted advertising in a duopolistic market where the distribution of consumers' preferences is discrete and where advertising plays two major roles. It is used by firms as a way to transmit relevant information to otherwise uninformed consumers, and it is used as a price discrimination device. We compare the firms' optimal marketing mix (advertising and pricing) when they adopt mass advertising/non-discrimination strategies and targeted advertising/price discrimination strategies. If firms are able to adopt targeted advertising strategies, we find that the symmetric price equilibrium is in mixed strategies, while the advertising is chosen deterministically. Our results also unveil that as long as we allow for imperfect substitutability between the goods, ?rms do not necessarily target more ads to their own market. In particular, firms' optimal marketing mix leads to higher advertising reach in the rival's market than in the firms' own market, provided that advertising costs are sufficiently low in relation to the consumer's reservation value. The comparison of the optimal marketing-mix under mass advertising strategies and targeted advertising strategies reveals that targeted advertising might constitute a tool to dampen price competition. In particular, if advertising costs are sufficiently low in relation to the value of the goods, we obtain that average prices with non-discrimination (mass advertising) are below those with price discrimination and targeted advertising (regardless of the market segment). Accordingly, when (i) goods are imperfect substitutes, (ii) advertising is not too expensive, and (iii) targeted advertising constitutes an effective price discrimination tool, price discrimination through targeted advertising may be detrimental to social welfare since it boosts industry profits at the expense of consumer surplus.

A web-based framework devised using a Model-View-Controller architecture

Dissertação de Mestrado em Engenharia Biomédica-Desporto e ReabilitaçãoEste trabalho tem como objetivo desenvolver uma web-based framework devised using a Model-View-Controller architecture. Esta aplicação foi desenvolvida para a elaboração de relatórios de análise de marcha ou movimento do complexo do ombro, utilizando os benefícios da modelagem biomecânica do OpenSim. Foi construído combinando as tecnologias web e a linguagem de programação Python, de forma a melhorar a usabilidade, interação, extensibilidade e acrescentar um grau de automação necessário em aplicações clínicas. A interface foi projetada sob uma arquitetura Model-View-Controller (MVC) num servidor web Apache. Esta permite aos usuários efectuarem upload de informações clínicas do paciente (por exemplo, informações sobre gênero, idade, dor, incapacidade e outros), determinar como o modelo de antropometria musculoesquelético selecionado deve ser modificado, de modo a que corresponda melhor às características dos pacientes e em que grau o segmento de cada modelo (marcadores), deve coincidir com os dados de movimento recolhidos durante o processo de cinemática inversa. Por fim permite ao usuário definir as variáveis de relatório; se o relatório deve conter resultados de um dado ensaio, uma análise inter-ensaios ou comparar o movimento reconstruído com conjunto de dados normativos correspondentes; se a classificação apresenta uma disfunção do movimento e qual é a sua precisão; bem como pode colocar anotações com informação para cada gráfico. A interface foi testada com o Sytem Usability Scale (SUS) em dois grupos, que são representativos dos potenciais usuários: a) estudantes de engenharia biomédica; b) clínicos e estudantes de fisioterapia. Neste teste, avaliámos a usability (com scores de 74,2 e 84,4 para o grupo a) e b), respetivamente) e a learnability (com scores de 67,9 e 78,6 para o grupo a) e b), respetivamente) demonstrando que a interface é útil, clara, fácil de usar, intuitiva e recomendável

Modelling of a prosthetic hand featuring individual grip on each one of the five fingers

Com o apoio RAADRI.The aim of this work is to develop a prosthetic hand with individual grip functionality on each finger, reproducing the natural movement of the hand. After the preparation of sketches and creating a virtual model, the final model shows dimensions: 124,04 mm × 246,57 mm × 38 mm (palm-covered) and an estimated weight of 1 kg, with all components. Afterwards was executed the functioning simulation of the prosthetic hand, elaborated prehension experiments were made using a metal cylinder, a rubber ball and a wooden pencil, with the tool Motion Study from Solidworks. However in the tests with the pencil was difficult to reach equilibrium, tells us that the hand is not functional with width smaller objects, because they require a bigger finger precision. Was made the study of forces applied in links thinner in different prehensions using the Finite Element Method. This study concluded that the aluminum alloy 2024 T3 has enough resistance to the stresses incurred for the grasping. Finally, was made an estimate cost of production for a single working prototype prosthetic hand. The result was 1325€

Business plan for “Three Generations”

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThis thesis presents a business plan of an innovative start-up, named “Three Generations”(TG), which includes three infrastructures: Senior Residence, Nursery&Kindergarten and Pool&Gym. I did a extensive research of both industries using mainly internet resources. I identified that Portugal is currently experiencing an “aging boom” and that intergenerationality is a key factor to deal with it. Although in the last years there was an increase in Senior Care Services supply, a market gap is identified, so TG’s main target will be people with medium/medium-high income level, and by joining seniors with children, the company will be contributing to the active aging

Developing a digital marketing strategy : the case of NAU Beer

The Portuguese Beer market is highly concentrated, being dominated by two industrial Beer brands. NAU is a recent entry in the market, wanting to make a change by launching a Handcrafted Beer, different from any other brand currently present in the market. Likewise any entrepreneurial company, NAU needs to build a brand on a budget. Thus, the study focuses on digital marketing strategies given the growing relevance of the online media channels, as well as its economic advantages. So how can NAU develop a cohesive online marketing strategy so as to create brand awareness? The present dissertation provides a comprehensive overview of relevant marketing topics of Branding, Positioning, Digital Marketing, Marketing Communications and Social Media in the Literature Review. Additionally, a Market Research is also conducted, which includes two Focus Groups, an Online Survey and a Benchmark Analysis. The results of this dissertation suggest that NAU is not fully taking advantage of the online channels. Given so, enhancement suggestions for the online channels are given, namely website improvements and initiatives for social media channels, so as to increase the levels of user interaction.O Mercado Português da Cerveja é altamente concentrado sendo dominado por duas marcas de cerveja industrial. A NAU entrou recentemente no mercado com a intenção de o revolucionar ao lançar uma Cerveja Artesanal, diferente de todas as outras marcas presentes no mercado. Como qualquer outra empresa empreendedora, a NAU precisa de criar a sua marca com um orçamento reduzido. Assim, o presente estudo centra-se na criação de estratégias de marketing digital devido à crescente relevância dos meios de comunicação online, e as suas vantagens a nível económico. Deste modo, como pode a NAU desenvolver uma estratégia de marketing digital coerente de forma a ser reconhecida no mercado? Esta dissertação contem uma ampla Revisão Literária de temas de relevantes como Branding, Posicionamento, Marketing Digital, Estratégias de Comunicação de Marketing e Redes Sociais. Adicionalmente, é realizado um Estudo de Mercado que inclui dois Focus Groups, um Questionário Online e uma Análise de Benchmark. Os resultados sugerem que a NAU não está a maximizar o uso das suas plataformas online. Assim sendo, sugestões de melhoria para os canais digitais são dadas, nomeadamente melhorias a implementar no website e iniciativas a implementar nas redes socias, com o objectivo de aumentar os níveis de interacção com os usuários

Identification of novel molecular determinants of tissue mineralization in fish

Tese de doutoramento, Ciências Biomédicas, Departamento de Ciências Biomédicas e Medicina, Universidade do Algarve, 2015The identification of genes involved in signaling and regulatory pathways, and matrix formation is paramount to the better understanding of the complex mechanisms of bone formation and mineralization, and critical to the successful development of therapies for human skeletal disorders. To achieve this objective, in vitro cell systems derived from skeletal tissues and able to mineralize their extracellular matrix have been used to identify genes differentially expressed during mineralization and possibly new markers of bone and cartilage homeostasis. Using cell systems of fish origin and techniques such as suppression subtractive hybridization and microarray hybridization, three genes never associated with mechanisms of calcification were identified: the calcium binding protein S100-like, the short-chain dehydrogenase/reductase sdr-like and the betaine homocysteine S-methyltransferase bhmt3. Analysis of the spatial-temporal expression of these 3 genes by qPCR and in situ hybridization revealed: (1) the up-regulation of sdr-like transcript during in vitro mineralization of gilthead seabream cell lines and its specificity for calcified tissues and differentiating osteoblasts; (2) the up-regulation of S100-like and the down-regulation of bhmt3 during in vitro mineralization and the central role of both genes in cartilaginous tissues undergoing endo/perichondral mineralization in juvenile fish. While expression of S100-like and bhmt3 was restricted to calcified tissues, sdr-like transcript was also detected in soft tissues, in particular in tissues of the gastrointestinal tract. Functional analysis of gene promoters revealed the transcriptional regulation of the 3 genes by known regulators of osteoblast and chondrocyte differentiation/mineralization: RUNX2 and RAR (sdr-like), ETS1 (s100-like; bhmt3), SP1 and MEF2c (bhmt3). The evolutionary relationship of the different orthologs and paralogs identified within the scope of this work was also inferred from taxonomic and phylogenetic analyses and revealed novel protein subfamilies (S100-like and Sdr-like) and the explosive diversity of Bhmt family in particular fish groups (Neoteleostei). Altogether our results contribute with new data on SDR, S100 and BHMT proteins, evidencing for the first time the role for these three proteins in mechanisms of mineralization in fish and emphasized their potential as markers of mineralizing cartilage and bone in developing fish

The milk market in Angola: parents decisions towards children nutrition

The purpose of this project is to understand the factors that affect Parents’ decisions when buying milk or substitutes for their children in Angola. After an extensive research on secondary data of the milk and substitutes market, a qualitative research focused on 30 individual was made in order to understand the reasons and constraints behind parent’s consumer behavior. Results confirm that powder milk has a pronounced expression in this market. As for the influences, price and brand recognition are more important for parents than children’s preferences and nutritional values. The implications of these conclusions on companies and politics are explored

Models for heating and for cooling na old building using Water from a borehole

1.Introduction – the main objectives of our work is to make heating and cooling models for an old building using water connected in boreholes located in the vicinity of the building.. Heat transfer by conduction, convection and radiation was considered. With the data obtained it is possible to estimate the quantity of water needed to make the job. One model was made for summer times and another for winter days. Several assumptions were made related with doors and windows open or closed. The water returned from the building in inserted again in the soil, using one of the boreholes. The time required for water to attain temperature equilibrium is only several hours 2. Experimental – Temperature measurements were made in one hole since January 2013 to September 2013. Temperature was measured at several depths using temperature probes. The temperature of the water at 30 m depth ,during this period, was 19ºC.An electrical, dipole-dipole profile was undertaken to verify the existence of connections between the four holes of the region [1]. The results obtained show no connection between holes 4 and 3. 3. Results and Discussion - The results obtained are different from those related to new buildings, with thin walls. We made also a comparison between values obtained with our models and values obtained with the installed equipment. 4. Conclusions – The results obtained for an old building are different from those obtained for new buildings. We need more energy to heat the building in winter than to cool it on summer. 5. References [1] J. Pascoal, Reservatórios geotérmicos: Estudo de um caso real, Tese de Mestrado, Universidade de Évora, 2014

Personalized princing with targeted advertising : who are the winners?

FCT (Fundação para a CiŒncia e a Tecnologia) within the projects PTDC/IIM-ECO/2280/2014 and POCI-01-0145-FEDER006890.This paper investigates who wins and who loses when rms depart from a mass advertising/uniform pricing strategy (benchmark model) to a targeted advertising/price discrimination one. We characterize the equilibrium outcomes in both settings. Then, we address the competitive and welfare e⁄ects of personalized pricing with targeted advertising by comparing the results obtained under this business strategy to the ones arising under the mass strategy. We show that all segment consumers are expected to pay higher average prices under the personalized advertising/pricing strategy. We also show that the personalized strategy might be a winning strategy for rms. The overall welfare e⁄ects of the personalized strategy are ambiguous. However, even when the personalized strategy boosts overall welfare, consumers might all be worse-o⁄. Thus the paper gives support to concerns that have been raised regarding the rmsability to adopt personalized strategies to boost prots at the expense of consumers.Compete 2020, Feder, Portugal 2020, FC